Before redesign
After redesign
Whether a customer is exploring the details of a Camaro on KBB.com or admiring the sleek lines of a Mustang on Ford.com, our goal is to enhance their experience. When a customer visits Ford.com, we strive to customize our content to align with their interests and preferences. This involves reorganizing information and introducing dynamic content and personalization, ensuring that their visit is not only informative but also tailored to their specific needs.
Create the ability for each region to modify and re-order components using a unified codebase to meet that markets unique needs. The capability and flexibility of the implemented Adobe AEM platform would enable individual markets to customize all pages to support their specific marketing goals.
Buying a car is a big investment and it needs careful research. Unlike other products, a vehicle has to present a lot of information in a way that's easy for the customer to understand and feel confident about their purchase. Achieving this requires a unique approach, ensuring that a large amount of information is accessible and presented in a clean and clear design.
Before redesign
After redesign
From the outset we re-imagined content for Ford.com. No longer would the team only rely on limited assets from brand shoots or settling for mediocre assets directly from Ford. I collaborated closely with clients to secure budgets dedicated to the creation of Ford.com content. Through this we were able to elevate the quality and informational depth of the content and how assets related to the specific nuances of Ford.com and its vehicle narratives.
Throughout my time leading Ford.com, our focus was to consistently leverage technology to deliver truly innovative and remarkable user experiences.
The example below showcases our 360° VR Interior Experience that received Four 2018 Smartie awards for VR/AR and 360 degree video. We brought the dealership experience even closer to Ford.com, natively and without an app download in a fully immersive vehicle interior exploration available on mobile, desktop and in VR.
Ultimately this component had the highest engagement on every vehicle page and led to increased engagement with Build & Price and a significant rise in dealership leads. This accomplishment emphasizes our commitment to crafting user experiences that not only resonate but also drive business outcomes.
With so much content being created, we introduced a robust gallery with the flexibility and scalability for any and all types of content while being easy to navigate on any device.
These perform the bulk of the work, highlighting the distinctive features of each vehicle. It’s a tremendous amount of content, especially for clients with numerous vehicles, each offering several trims. We regularly update this content as vehicles undergo their routine updates every 12, 18, or 24 months.
I led a dedicated team that operates tirelessly throughout the year, consistently engaged in content creation and the refreshing of vehicle pages. These pages are crafted to seamlessly integrate with a repository of purpose-designed components. This modular approach allows us to swiftly and efficiently select components off the shelf, streamlining the entire process.
We introduced the capability of side by side comprehensive comparison, calling out the similarities and differences of Ford models, trims and competitors.
My extensive experience in digital vehicle marketing has empowered me to oversee the design of several vehicle configurators. This crucial tool plays a decisive role in influencing potential sales.
The challenge is crafting a seamless, user-friendly solution for both simple and complex vehicle configurations, accommodating diverse options and ensuring compatibility across all devices. Whether it's a basic gas compact or a feature-rich truck with numerous trims and configurations, including the added complexity of gas, electric, or hybrid options, the goal is to strike a balance between simplicity and sophistication, meeting the varied preferences of our customers.
Crafting icons with a global communication impact presents an exciting challenge. Collaborating with a freelance designer, we achieved a milestone by implementing Ford.com's inaugural icon system, ensuring consistency and resonance across all regions.
A comprehensive hub for all things Ford.xx, our global site style guide serves as the lifeline for our fellow regions. Covering everything from fonts and colors to detailed component information, it ensures consistency across the globe.
